New BIOCERAMIC WHAT IF? models feature the iconic work of Keith Haring from a very special event
Swatch revolutionized the watch industry in 1983 and continues to bring fun, innovation, joy and positive provocation to the world. The revolution began as it has continued, with a pioneering attitude and the idea that everything is possible.
On September 20, 1984, Swatch hosted the first ever World Breakdance Championship in New York City. It was a magical moment of street culture bringing together the sports, art and music that have been a part of the Swatch DNA from the very beginning.
Groundbreaking, boundary pushing, innovative, filled with joy and creativity: The event at the Roxy in NYC was a moment of pure ‘Swatchitude’ and showed what can happen when you give people time, space and freedom to express themselves. No pressure, no medals at stake, just creativity and the chance to truly BREAK FREE.
The event was promoted in a similarly freestyle way. Buzz spread organically and by word of mouth following the distribution of the event poster all over the city. Created by iconic street artist Keith Haring, the poster captured the essence of the event–as well as the zeitgeist–and was created especially for Swatch. Such was his enthusiasm for the event that Keith Haring appeared as a judge on the panel, helping select the eventual winners who received a unique Swatch.
Looking back to the Swatch World Breakdance Championship in 1984 and celebrating the creativity that time, space and freedom bring, at Swatch we’re excited to look forward as we invite you to BREAK FREE and express yourself! The Swatch BREAK FREE Collection shows that Swatch has all the right moves, uniting past, present and future, sports, art and music, time, space and freedom.
The watches in the collection are presented as BIOCERAMIC WHAT IF? models. The square case and dial provide the perfect frame for the designs and the modern materials ensure these Swiss-made, water-resistant watches are light, smooth and comfortable to wear as well as vibrant and eye-catching. As with all BIOCERAMIC WHAT IF? watches, there is a hidden design element on the battery cover on the case back. In this case it is Keith Haring’s famous hand-drawn Swatch logo from the original poster.
BREAKS OFF
What if we took the vibrant colors from the original Swatch World Breakdance Championship poster to create this very special model? Keith Haring’s unique artwork stands front and center as an impactful homage to a magical moment.
BREAK LOOSE
What if we reimagined the original poster in monochrome? Black and white is an equally impactful recreation of the original Swatch World Breakdance Championship poster. Featuring the breaker again in the center of the square dial, it celebrates the simplicity of Keith Haring’s instantly recognizable work.
BREAK TIME
What if we used the design from the winner’s Swatch on a brand-new model? Created by the Swiss design duo Schmid and Muller, BREAKDANCE was gifted to the winning performers during the 1984 Swatch World Breakdance Championship. BREAK TIME is a true collector’s item in modern materials that recalls and represents a magical moment in street culture.
At the 1984 event, performers, musicians, judges and audience members were able to BREAK FREE from their everyday lives and spend a moment together that defined the times, put Swatch on the map as a creative force and left lasting memories of a magical moment in street culture. It was a moment that only Swatch could create and its impact–just like the art of Keith Haring–is still felt today.
At Swatch, we’re excited to give you the time, space and freedom to BREAK FREE and express yourself fully. It’s time to make moves!
The Swatch BREAK FREE Collection is available in Swatch stores worldwide and online at swatch.com from October 3, 2024. Stay tuned for more moves to come.
ABOUT KEITH HARING
Keith Haring was one of the most renowned of the young artists, filmmakers, and performers whose work responded to urban street culture of the 1980s. Not only was Haring able to reach a large and diverse audience with his iconic subway drawings, but, eventually, the subway became, as Haring said, a "laboratory" for working out his ideas. As early as 1980, Haring began exhibiting in galleries and museums around the world, but continued to participate in public projects, including literacy campaigns and anti-AIDS initiatives.
Before his death, Keith Haring established a foundation in his name to maintain and enhance his legacy of giving to children's and AIDS organizations. Throughout his career, Haring produced murals, sculptures and paintings to benefit hospitals, underprivileged children's groups and various community health organizations. The Foundation is also committed to sustaining and expanding public awareness of Keith Haring.
